08.RSW-2019年营销概览（英文）-2019.5-28页_1mb

2019 RSW/US New Year Outlook Summary

Core Content

The 2019 RSW/US New Year Outlook survey gathered insights from 158 senior marketers and 115 marketing agency executives. It explored key trends in business investment, marketing spend expectations, data and analytics capabilities, ROI measurement, and the evolving relationship between marketers and agencies.

Main Topics and Key Findings

1. Business Investment

• Both agencies and marketers are optimistic about business investment for 2019, with nearly 90% planning to invest "somewhat" or "heavily" in their business.
• This trend indicates a continued focus on growth and development within the marketing sector.
• However, the emphasis is shifting from just increasing spending to spending smarter, which may involve reducing costs while maximizing returns.

2. Marketing Spend Expectations

• Marketers are more cautious about increasing marketing spending in 2019 compared to previous years, with only 52% expecting to increase it.
• This is a marked improvement from the 2011-2013 period, where enthusiasm was as low as 38%.
• There is a growing alignment between marketers and agencies regarding marketing spend, with both recognizing the importance of data and analytics in justifying and measuring the effectiveness of marketing efforts.

3. Importance of Data & Analytics

• Marketers strongly value data and analytics capabilities in their agencies, seeing them as critical for performance measurement and strategic decision-making.
• Agencies are also recognizing the importance of these capabilities, with the majority agreeing that data and analytics will be essential in 2019.
• The expectation is clear: agencies that can provide robust data insights and analytics will be more attractive to marketers.

4. Measuring ROI

• Marketers are more focused on ROI than agencies, with a significant portion considering it extremely important to measure.
• Agencies often overestimate their ROI measurement capabilities, with only 33% feeling confident.
• The ability to accurately measure and report ROI is becoming a key factor in client selection and long-term relationship building.

5. Marketers' Use of Agencies

• There is a trend toward consolidation in the number of agencies marketers use, with many moving to fewer agencies or maintaining the same number.
• This suggests a preference for fewer, more integrated partners who can deliver consistent value and performance.
• Marketers are looking for agencies that can prove their worth through effective communication and strategic insights.

6. Specialty Agency Outlook

• Despite a slight dip in the demand for specialty agencies, 64% of marketers still seek agencies with specific expertise.
• This includes expertise in digital media, branding, or industry-specific knowledge.
• Agencies should define their niche and focus on delivering unique value to stand out in a competitive market.

7. 2019 New Business Opportunities

• Agencies are optimistic about the potential for new business, though the number of long-term relationships is expected to be lower.
• Project-based work is on the rise, and agencies are encouraged to treat these as investment opportunities.
• Proactive outreach and value delivery are critical for agencies to secure new business.

8. Growing Number of Project Opportunities

• Project work is becoming a significant portion of the work agencies receive.
• Agencies should prioritize quality over quantity and demonstrate value beyond the project.
• Projects are now a key tool for proving agency capabilities and building trust with potential clients.

9. Management and Effectiveness of New Business Programs

• Outsourcing new business development has become a successful model for many agencies.
• 92% of agencies using outsourced services rate them as "somewhat" or "very" successful, compared to lower rates for internal and self-managed approaches.
• Agencies must focus on clear roles and responsibilities, and effective communication to manage new business programs successfully.

Key Implications

• Agencies must adapt to the changing expectations of marketers, focusing on data, analytics, and ROI measurement.
• Consolidation is a trend that agencies should embrace, as marketers are seeking fewer, more integrated partners.
• Specialization is key to standing out in a crowded market, with marketers looking for agencies that bring specific expertise.
• Project work is increasingly important, and agencies should treat it as a strategic investment.
• Outsourcing new business development can be more effective than internal management, but agencies must ensure they select qualified partners and maintain transparency.
• Strategic value and consistency are becoming critical for client retention and new business acquisition.

Conclusion

The 2019 RSW/US survey highlights a shift in priorities for both marketers and agencies. As the marketing landscape evolves, agencies must become more data-driven, agile, and specialized to meet the needs of their clients. The ability to measure ROI effectively, deliver consistent value, and integrate traditional and digital media will be crucial for success in the coming year.